Kellogg shuns TV for radio sponsorship

Kellogg is shifting away from its television focused marketing approach for its Optivita brand and is investing in radio sponsorship for the first time.


The brand will sponsor the Classic FM Brighter Breakfast show in a bid to taking a more targeted approach at communicating the cholesterol reducing benefits of the cereal.

The £80,000 sponsorship deal, running for 11 weeks from 14 September, will include credits, competitions and digital advertising as part of the show which airs weekdays from 6am-8am.

Classic FM has a listenership of over four million adults aged 50 and above, an age group typically synonymous with high cholesterol.

Kellogg says the sponsorship approach reflects the media consumption habits of the niche market being targeted.

According to Classic FM, 59% of the Brighter Breakfast show listeners are light TV viewers, a traditional choice of media for Kellogg’s, whilst 68% do not listen to any other commercial radio station.

Said Irene Evans, Kellogg’s Optivita brand manager says: “This presents an ideal opportunity for us to talk directly to an age group that are seeking advice on foods that can help reduce their cholesterol without sacrificing taste and enjoyment.”

Aldo Zilli, the face of Kellogg’s Optivita, will feature in the communications which will be co-created by Classic FM and JWT.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here